Porsche Cars North America Inc.: Cayenne Launch campaign
Ed DingerOVERVIEW
Well known for its pricey sports cars, German automaker Porsche AG and its American subsidiary, Porsche Cars North America Inc., began to change directions following a sales slump in the early 1990s. It successfully launched a less expensive two-seater, the Boxster, and in 1998 announced that it would enter the luxury SUV market early in the next century. To many it seemed a questionable decision, one that threatened the exclusive nature of the Porsche brand. But the company correctly surmised that the luxury market was moving toward SUVs and...